南京市民轿车购买行为与模式分析.doc

摘要:购买行为模式是市场营销研究的一个重要内容。随着南京市民生活水平的不断提高，轿车消费已成了新的消费热点。本文从南京轿车消费市场的背景出发，结合南京轿车消费市场特点和影响市民轿车消费的因素，分析南京市民在寻求、购买、使用、评估和对待轿车所表现出来的购买行为。并探讨出一些能将购买影响因素转变为购买过程的模式。南京市民的购买行为模式对市场营销都有一定的指导价值，同时能够提高南京市民购买轿车的满意度。

关键词：南京市民 轿车 购买行为 购买模式

Abstract: Purchase behavior mode is a marketing research of important content. Nanjing citizens with the continuous improvement of living standards, the car consumption has become a new consumption hotspot. This article from nanjing car consumption market in the background, and combining the nanjing car consumption market characteristics and the influence factors of public car consumption, analysis to the public in nanjing for, the purchase, use and evaluate and treat the car shown by buying behavior. And discusses some out can will buy influence factors into the purchase process model. Nanjing citizens buying behavior pattern on the market marketing has certain guiding value, and to improve the satisfaction of nanjing citizens to buy cars. 

Keywords: Nanjing citizens  Car  Buying behavior  Purchasing patterns

随着南京经济的不断发展，绝大多市民的购车动机是为了提升生活品质，这说明南京市场的刚性需求依然强劲。轿车厂家应不断实现营销渠道下沉，更多关注和满足这些市民的消费需求。市民在购买渠道、购买品牌方面的选择更加多样性，越来越多的消费者关注保养费用的高低及保养的便捷性等方面的因素，因此，轿车厂商在提供产品的同时，也要更多关注产品销售后对消费者的服务要做到位，实现消费者与企业的共赢。